TY  - CHAP
AB  - Abstract Judgments and decision are central to entrepreneurship, but capturing them empirically is challenging. Shepherd and Zacharakis (1997) addressed this challenge by identifying metric conjoint analysis as an experimental method capable of capturing the decision policies of actors engaged in entrepreneurial task, creating a “window of opportunity” for entrepreneurship research. On the twentieth anniversary of this chapter, the authors reflect on the impact the ideas had on their own work and careers, while, at the same time, address the possibility that the “typical” conjoint study may have reached the end. From this platform, the authors identify unknown attributes, interactive effects, rich media, mixed methods, and sophisticated data analysis as potential pathways by which conjoint analysis can continue to advance understanding of entrepreneurship. Their conclusion is that when coupled with impactful research questions, innovative uses of conjoint analysis have an important role to play in the future of entrepreneurship research. Hence, the authors believe that Dean A. Shepherd’s and Zach Zacharakis’s bold effort will continue as a quintessential resource for those researchers who wish to tap the mind of entrepreneurs, investors, and other key actors as they traverse the journey of business venturing.
VL  - 20
SN  - 978-1-78756-435-0, 978-1-78756-436-7/1074-7540
DO  - 10.1108/S1074-754020180000020006
UR  - https://doi.org/10.1108/S1074-754020180000020006
AU  - Wood Matthew S.
AU  - Mitchell J. Robert
ED  - Jerome A. Katz
ED  - Andrew C. Corbett
PY  - 2018
Y1  - 2018/01/01
TI  - Conjoint Analysis in Entrepreneurship Research: End of the Road or a Bridge to the Future?
T2  - Reflections and Extensions on Key Papers of the First Twenty-Five Years of Advances
T3  - Advances in Entrepreneurship, Firm Emergence and Growth
PB  - Emerald Publishing Limited
SP  - 199
EP  - 217
Y2  - 2024/04/23
ER  -